Cancer Research UK Campaign for Standardised Packing #packetracket

Teenagers
are most attracted to slim and superslim cigarettes with white filter
tips and decorative features – describing them as ‘cute, classy
and feminine’ – according to a unique new Cancer Research UK*
study to be published in the European Journal of Public Health this
autumn.

The
15 year olds rated slimmer brands as weaker and less harmful than
‘smelly and disgusting’ brown cigarettes, which were viewed as
‘disgusting’, ‘really really strong’ and ‘old fashioned’.
In fact, some superslim brands contain more harmful tobacco products
than regular cigarettes.

The
findings of this research, which highlights how different styles and
designs of cigarettes and tobacco packaging can be more attractive to
young people, are being issued alongside a new film,
which reveals how tobacco companies can go as far as local laws allow
to influence and recruit young people. Cancer Research UK is
launching the hard-hittingfilm
online today as part of its ongoing campaign for standardised tobacco
packaging to protect young people from tobacco marketing.

After
legislation was left out of the Queen’s speech in May, Cancer
Research UK has been campaigning to make sure standardised packaging
isn’t left off the agenda for good. An amendment to The Children
and Families Bill, which is being debated in the House of Lords this
month, could allow Parliament one last chance this year to vote on
legislation to protect children’s health with the introduction of
standardised packaging.

Dr
Harpal Kumar, Cancer Research UK’s chief executive, said: “The
evidence shows children are attracted to glitzy, slickly-designed
cigarettes packs and every year more than 207,000 UK children between
11 and 15 start smoking. We are urging the government to introduce
standardised packaging to discourage these children from starting
this life-threatening habit and to prioritise children’s health
over tobacco company profits.”

Professor
Gerard Hastings,
a Cancer Research UK
funded social marketing expert based at the University of Stirling,
and an author
on the paper, said: “Our research confirms previous studies that
both the pack and the product are powerful marketing tools in the
hands of the tobacco industry which it is using to recruit a new
generation of smokers. It’s time policy makers moved to standardise
both.”

Cancer
Research UK’s campaign for standardised packaging has also had some
high profile support, including from Lucy Briers, actress and
daughter of Richard Briers. She said: “My father was a smoker for
most of his life and his cigarette habit caused the emphysema that
killed him – it’s heartbreaking to think that if he had given up
sooner we might have had more time with him. But smoking is a very
hard habit to break; it's better never to have started.

“I
know because I started smoking as a teenager and found it extremely
difficult to give up. It’s shocking how glamorous and sophisticated
modern cigarette packets are – there are even some that look like
lipsticks! Like any teenage girl, easily-influenced by what looks
‘cool’, I would have loved these packs.

“By
removing all branding and design from tobacco packaging and taking
away the 'cool' factor, I am certain cigarettes would be less
attractive to children and give them one less reason to take up
smoking. I fully support this legislation, which will be crucial in
protecting the health of impressionable young people.”

Mumsnet
CEO and co-founder, Justine Roberts, said:'Very
few parenting issues are completely black and white, but nobody wants
their child to start smoking. Standardised packs may not be a silver
bullet, but Mumsnet users are clear that they'd be very happy to see
them as part of a range of measures to discourage children from
getting hooked.'

For
more information about Cancer Research UK’s campaign for
standardised packaging, please visit cruk.org/standard-packs.

*Adolescent
perceptions of cigarette appearance. European Journal of Public
Health. Ford et al: The study by Cancer Research UK researchers at
the University of Stirling asked 48 boys and girls from Glasgow about
their views of eight cigarette brands differing in length, diameter,
colour and decorative design. The eight cigarettes were: a longer
length brown cigarette, a superking size with imitation cork tip,
three narrow slims and superslims cigarettes with white tips and
decorative elements, a standard king size cigarette with an imitation
cork tip, a white tipped king size cigarette and a short unfiltered
white cigarette.

About
Cancer Research UK

Cancer
Research UK is the world’s leading cancer charity dedicated to
saving lives through research

The
charity’s pioneering work into the prevention, diagnosis and
treatment of cancer has helped save millions of lives.

Cancer
Research UK receives no government funding for its life-saving
research. Every step it makes towards beating cancer relies on every
pound donated.

Cancer
Research UK has been at the heart of the progress that has already
seen survival rates in the UK double in the last forty years.

Cancer
Research UK supports research into all aspects of cancer through the
work of over 4,000 scientists, doctors and nurses.

Together
with its partners and supporters, Cancer Research UK's vision is to
bring forward the day when all cancers are cured.